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Asia Mobile App, Content and MVAS Market Forecast 2010 - 2014 for Indonesia, India, Thailand, Philippines
Asia Pacific Research Group (APRG), May 2010, Pages: 39
The multi-billion dollar Asian market for mobile apps and value added services (MVAS) continues to be strong in 2010, with the majority the adoption coming from teens and young urban professionals. Most mobile operators in Asia view MVAS as a differentiator and continue to adjust offerings to meet the latest trends to maintain subscriber loyalty.
The consumer appetite for mobile apps continues to grow, providing good opportunities for developers and content owners. Understanding the consumer perspective on mobile VAS - particularly on how they learn about and buy mobile apps, is critical to success in achieving new incremental revenue.
There are several pervasive trends in Asia that are highlighted in our ethnographic survey including:
- The importance of friends and family for learning of new mobile content is more
significant than traditional media
- The importance of the Internet for sourcing mobile content
- The consumer's desire for live TV on a mobile phone has not materialized with new 3G users.
- Price points need to be low for Asian consumers, but uptake continues to show strong growth with frequent usage
This research is based on a three-month project conducted by APRG, to examine the market potential to 2014 for mobile content, applications, and mobile app storefronts. Thousands of individuals across mega-cities in Asia took part in the consumer surveys, as APRG believes that understanding the consumer perspective - both the early adopters and the followers - is critical for MSPs to achieve a breakthrough in stemming the declining ARPU levels.
This report outlines the factors influencing of the mobile app market in Asia which include increasing mobile penetration, rising income levels, ARPU declines, the introduction of 3G, and the increasing proliferation of Internet sourced, side-loaded content.
This report also features an overview of how leading mobile operators - such as AIS , Globe, Smart, Vodaphone, Telkomsel, Indosat - are addressing the mobile content and application market.
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